The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia
Micronutrient deficiency is among the most significant public health problems in Ethiopia. In this setting, food fortification has been identified as a cost-effective and sustainable strategy to deliver essential micronutrients. Safety certification and nutrition education messages can be used to nu...
| Main Authors: | , , |
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| Format: | Journal Article |
| Language: | Inglés |
| Published: |
Springer
2023
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/126295 |
| _version_ | 1855518707418136576 |
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| author | Jada, Kaleb Shiferaw Melesse, Mequanint B. Berg, Marrit van den |
| author_browse | Berg, Marrit van den Jada, Kaleb Shiferaw Melesse, Mequanint B. |
| author_facet | Jada, Kaleb Shiferaw Melesse, Mequanint B. Berg, Marrit van den |
| author_sort | Jada, Kaleb Shiferaw |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Micronutrient deficiency is among the most significant public health problems in Ethiopia. In this setting, food fortification has been identified as a cost-effective and sustainable strategy to deliver essential micronutrients. Safety certification and nutrition education messages can be used to nudge people to choose fortified foods. However, there is little evidence as to the effectiveness of such interventions in this context. This paper aims to fill this gap. We focus on cooking oil, as it has been identified as an ideal candidate for vitamin A fortification in Ethiopia. To study consumers’ willingness to pay (WTP) for safety certification and vitamin A fortification, we implemented a stated choice experiment on 996 randomly selected urban consumers to reveal preferences required to calculate WTP. To estimate the causal effect of messages on consumers’ WTP for fortification, a nutrition message on the benefits of vitamin A was provided to 518 randomly selected participants. We found that consumers valued safety certification. This finding holds for certification issued by both government and private parties, with a higher value ascribed to the former. We also found that urban consumers were willing to pay a premium for vitamin A fortification. The nutrition message increased WTP for fortification, albeit only slightly. Finally, we found that the effect of safety certification on consumers’ WTP for fortified cooking oil was higher than its effect on WTP for non-fortified oil, indicating that urban consumers value certification even more when fortification is involved. |
| format | Journal Article |
| id | CGSpace126295 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Springer |
| publisherStr | Springer |
| record_format | dspace |
| spelling | CGSpace1262952024-11-07T09:55:36Z The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia Jada, Kaleb Shiferaw Melesse, Mequanint B. Berg, Marrit van den trace elements nutrient deficiency public health food fortification nutrition education cooking oils vitamin a consumers urban populations governance development food science Micronutrient deficiency is among the most significant public health problems in Ethiopia. In this setting, food fortification has been identified as a cost-effective and sustainable strategy to deliver essential micronutrients. Safety certification and nutrition education messages can be used to nudge people to choose fortified foods. However, there is little evidence as to the effectiveness of such interventions in this context. This paper aims to fill this gap. We focus on cooking oil, as it has been identified as an ideal candidate for vitamin A fortification in Ethiopia. To study consumers’ willingness to pay (WTP) for safety certification and vitamin A fortification, we implemented a stated choice experiment on 996 randomly selected urban consumers to reveal preferences required to calculate WTP. To estimate the causal effect of messages on consumers’ WTP for fortification, a nutrition message on the benefits of vitamin A was provided to 518 randomly selected participants. We found that consumers valued safety certification. This finding holds for certification issued by both government and private parties, with a higher value ascribed to the former. We also found that urban consumers were willing to pay a premium for vitamin A fortification. The nutrition message increased WTP for fortification, albeit only slightly. Finally, we found that the effect of safety certification on consumers’ WTP for fortified cooking oil was higher than its effect on WTP for non-fortified oil, indicating that urban consumers value certification even more when fortification is involved. 2023-04 2022-12-23T12:45:20Z 2022-12-23T12:45:20Z Journal Article https://hdl.handle.net/10568/126295 en Open Access Springer Jada, Kaleb S.; Melesse, Mequanint B.; and van den Berg, Marrit. 2022. The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia. Food Security |
| spellingShingle | trace elements nutrient deficiency public health food fortification nutrition education cooking oils vitamin a consumers urban populations governance development food science Jada, Kaleb Shiferaw Melesse, Mequanint B. Berg, Marrit van den The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title | The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title_full | The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title_fullStr | The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title_full_unstemmed | The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title_short | The effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban Ethiopia |
| title_sort | effects of safety certification and nutrition messaging on the demand for nutritionally enhanced food in urban ethiopia |
| topic | trace elements nutrient deficiency public health food fortification nutrition education cooking oils vitamin a consumers urban populations governance development food science |
| url | https://hdl.handle.net/10568/126295 |
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